Sign up for our newsletter and get a curated list of the top trending stories and exclusive rewards every day.

Trending Topics

Get the MTL Blog app

Download on the App StoreGet it on Google Play

Tim Hortons Temporarily Changed Its Logo For Pride Month And Some People Are Not Happy

Is this just another example of "rainbow capitalism"?
Tim Hortons Temporarily Changed Its Logo For Pride Month And Some People Are Not Happy

June is Pride Month all around the world, and an occasion for LGBTQ+ people to celebrate the inclusivity, positivity and diversity of the community. Celebrations include all sorts of parties, conferences and, of course, the pride parade.

Pride month also serves as a reminder that, though strives have been made towards a more inclusive world, injustices towards members of the LGBTQ+ community are still being committed in Canada and abroad.

Many companies also show their support for pride month in various ways. Many will change their logo to reflect the pride flag or vocalize their support for the queer community.

Tim Hortons did just that this month, changing their Facebook logo to a rainbow maple leaf. Their Facebook cover photo has also changed to a line of rainbow-coloured Timbits holding up pride flags and instruments.

[rebelmouse-image 26892181 photo_credit="Tim Hortons" expand=1 original_size="640x640"] Tim Hortons

[rebelmouse-image 26892182 photo_credit="Tim Hortons" expand=1 original_size="1459x640"] Tim Hortons

Most people are celebrating the new Pride Month logo as a demonstration of solidarity and inclusivity.

[rebelmouse-image 26892183 photo_credit="Tim Hortons" expand=1 original_size="525x129"] Tim Hortons

[rebelmouse-image 26892184 photo_credit="Tim Hortons" expand=1 original_size="507x149"] Tim Hortons

[rebelmouse-image 26892185 photo_credit="Tim Hortons" expand=1 original_size="509x132"] Tim Hortons

Though the reactions to the logo change have been mostly positive, it has also drawn criticism from many, who vocalized their displeasure with the brand in the comments of the Facebook photo. What many of the commenters are bringing attention to is the problem of "rainbow capitalism" (also often called "pink capitalism").

Of course, there are also commenters voicing gross homophobic views, but we don't want to give them any attention.

[rebelmouse-image 26892186 photo_credit="Tim Hortons" expand=1 original_size="758x640"] Tim Hortons

Rainbow capitalism describes the explosion of brands who now voice their support for the LGBTQ+ community, much like Tim Hortons, but without taking any concrete action that would help the community.

[rebelmouse-image 26892187 photo_credit="Tim Hortons" expand=1 original_size="2198x640"] Tim Hortons

[rebelmouse-image 26892188 photo_credit="Tim Hortons" expand=1 original_size="810x640"] Tim Hortons

[rebelmouse-image 26892189 photo_credit="Tim Hortons" expand=1 original_size="523x396"] Tim Hortons

As you can see, the responses have been quite savage. Though many are thrilled the popular Canadian company would express such visible support for their queer employees and customers, some have labelled the change of logo as an attempt to attract more customers.

READ ALSO: Video Of Beyonce Nudging A Woman For Talking To Jay-Z Courtside At Raptors Game Is Hilariously Shady

In fact, the phenomenon of brands capitalizing on the increased social acceptance towards the gay community is well documented.

Critics claim that brands lull consumers into a false feeling of achieving something when they buy pride-branded merchandise, but in reality they do little to further the goals of the LGBTQ+ community.

[rebelmouse-image 26892190 photo_credit="Tim Hortons" expand=1 original_size="737x640"] Tim Hortons

[rebelmouse-image 26892191 photo_credit="Tim Hortons" expand=1 original_size="988x640"] Tim Hortons

[rebelmouse-image 26892192 photo_credit="Tim Hortons" expand=1 original_size="510x410"] Tim Hortons

[rebelmouse-image 26892193 photo_credit="Tim Hortons" expand=1 original_size="405x407"] Tim Hortons

For example, many clothing brands sell pride-branded clothes but donate little or no money to organizations that support the gay community. Not to mention the fact that their factories are often in countries with apalling records towards LGBTQ+ rights.

The fact that major brands are showing support for the gay community is helpful in making LGBTQ+ rights more accepted and commonplace. But important conversations persist about the ethics of corporate celebrations of pride.

We reached out to Tim Hortons for a statement. Their response is below:

Tim Hortons is proud to support everyone, including guests, corporate employees, franchisees and team members, by celebrating Pride and love this month. Pride speaks to the root of Tim Hortons values of inclusivity, generosity and community spirit. We will be actively participating in Pride events in Vancouver, Toronto and Montreal this summer, and will be marching in the pride parades in those cities with hundreds of employees, franchisees and team members.

Read the original Narcity article here.

Learn more about rainbow capitalism here.

More from MTL Blog

Comments 💬

Our comment section is a place to promote self-expression, freedom of speech and positivity. We encourage discussion and debate, but our pages must remain a safe space where everyone feels comfortable and the environment is respectful.

In order to make this possible, we monitor comments to keep spam, hate speech, violence, and vulgarity off our pages. Comments are moderated according to our Community Guidelines.

Please note that Narcity Media does not endorse the opinions expressed in the comment section of an article. Narcity Media has the right to remove comments, ban or suspend any user without notice, or close a story’s comment section at any time.

First and last names will appear with each comment and the use of pseudonyms is prohibited. By commenting, you acknowledge that Narcity Media has the right to use & distribute your content across our properties.

Loading...